STUDY ON IMPACT OF TRAVEL AGENCY ON CONSUMER'S PURCHASE

Economic establishments in tourism incorporating marketing in its structures needs to focus on knowing and anticipating market demands by adapting its activities to meet current and future demands of the consumers, by designing, producing, promoting and distributing rationally and efficiently tourism products and services. Focusing on consumption needs, on market demands needs, first, deep knowledge of these requirements, systematic pursue and even scientific anticipation based on proper investigation tools. To understand the complex mechanisms of turning needs into demand of goods or services, we need to rely on the study and modelling of purchase and consumption behaviour of the consumer of tourism products and services. Knowing the behaviour of the consumers of tourism products and services is the starting point in competitive advantage of the companies that operate in the field. Defining and establishing the coordinates of this behaviour is an extremely laborious and long process: it asks for continuous research from different perspectives of consumer's behaviour. Consumer behaviour is dynamic due to both the evolution of the generation of consumers confronted with the changes they produce and to the appearance of new factors that influence their behaviour. This change in time makes producers monitor their customers permanently to make sure they see reality properly. Consumer behaviour determines exchanges between humans and this is why in the purchase process mutual knowledge of producers and customers is of particular importance.